Well-known Indian jewellery brand, Tanishq, owned by the Titan Group has recently come under fire for an advertisement they aired on Indian national television. In the advertisement, which was released on October 9, a Muslim family can be seen preparing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law which for obvious reasons, did not go down too well with audiences.
The ad featuring an interfaith couple has received severe backlash on social media and #BoycottTanishq became one of the most trending topics on social media. Over 17,000 people tweeted with the hashtag and called for the removal of the ad and a boycott of the jewellery brand.
Netizens went on to accuse the jewellery brand of promoting ‘love jihad and ‘fake secularism’ through the advertisement. Following the backlash the YouTube link for the ad was made private, making it unavailable for people to view it. ‘Love jihad’ is a term that has been coined by Hindu extremist groups, referring to an alleged campaign by Muslims to convert Hindu girls in the guise of love.
The ad caused quite the stir on social media and here’s what netizens had to say about the ad and its content. The brand is yet to make an official statement about the ad.
“Men can wear anything but make their wife, sisters ,ammi wrapped in burkha.and how Double standard people make this type ads They Will Make Hinduphobic Content,” one user penned.
Men can wear anything but make their wife , sisters ,ammi wrapped in burkha.and how Double standard people make this type ads They Will Make Hinduphobic Content
– They Will Promote Love Jihad
-Then They Will Cry Fascism #BoycottTanishq pic.twitter.com/PPeZX3u82w— 🥰vitthal kathambe सगर🥰 (@kathambe) October 12, 2020
“This MESSAGE is For Hindu Girls- DONT FALL For Propaganda of brands like #tanishq which glorify Love Jihаd. See PITIABLE Condition of this Hindu Girl Victim of Love Jihаd .. beаten, told to convert after marriage, eat Bеef,” wrote another Twitter user.
This MESSAGE is For Hindu Girls- DONT FALL For Propaganda of brands like #tanishq which glorify Love Jihаd. See PITIABLE Condition of this Hindu Girl Victim of Love Jihаd .. beаten, told to convert after marriage, eat Bеef #BoycottTanishq #BoycottTanishqJewelry pic.twitter.com/B7JZbSJE3d
— Rosy (@rose_k01) October 13, 2020
One Twitter user also pointed out that there was more than one problem with the ad. “This #tanishq advert does not only promote love-jihad but also sexism. This propaganda created by the Anti-nationalist will easily spoil Hindu culture,” he wrote.
This #tanishq advert does not only promote love-jihad but also sexism.
This propaganda created by the Anti-nationalist will easily spoil Hindu culture.
RT if you want fully #BoycottTanishq pic.twitter.com/ojvg1VUQ0d
— Pushpendra Kulshreshtha (@iArmySupporter) October 13, 2020
Many called out the brand and urged them not to spread “love jihad” for the sake of the business.
There are also some however, who were supportive of the ad and did not understand why the hashtag was trending; as the ad promotes unity and love between the two faiths. They used the hashtag #Tanishqjewelery instead. “Why did u withdraw the ad @TanishqJewelry ?
It was beautiful ad bout acceptance & togetherness & celebrations -the very emotions one would associate with buying jewellery for an occasion -why give in to trolls -wld they have theon their #TanishqJewelry away,” penned one user.
Why did u withdraw the ad @TanishqJewelry ?
It was beautiful ad bout acceptance & togetherness & celebrations -the very emotions one would associate with buying jewellery for an occasion -why give in to trolls -wld they have theon their #TanishqJewelry away https://t.co/gQAZQ01t4h— Yasmin Kidwai (@YasminKidwai) October 13, 2020
Another went on to say, “Who anyone marries is their personal choice & we can’t dictate terms. All those coming down heavily on Tanishq Ekatvam ad, pls share your inputs on dowry demands & killings in Hindu marriages that any day our number other inter religion/caste marriage atrocities. #TanishqJewelry.”
https://twitter.com/JogulambaV/status/1315852376234815489
One user questioned why the brand removed the ad. “Why did u withdraw the ad @TanishqJewelry ? It was beautiful ad about acceptance & togetherness & celebrations -the very emotions one would associate with buying jewellery for an occasion -why give in to trolls -wld they have theon their #TanishqJewelry away.”
Why did u withdraw the ad @TanishqJewelry ?
It was beautiful ad bout acceptance & togetherness & celebrations -the very emotions one would associate with buying jewellery for an occasion -why give in to trolls -wld they have theon their #TanishqJewelry away https://t.co/gQAZQ01t4h— Yasmin Kidwai (@YasminKidwai) October 13, 2020
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“This is really sad! How can a brand as strong as Tanishq from the House of Tata’s chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad. #Tanishq #Advertising”
This is really sad! How can a brand as strong as Tanishq from the House of Tata's chicken out based on trolls? In fact the trolls were helping you get more visibility for your ad. #Tanishq #Advertising . https://t.co/kNiuvJunUu
— Raj Nayak (@rajcheerfull) October 13, 2020
What are your thoughts on the ad? Do you think it is problematic?
